Even market leaders need to evolve to stay ahead. bluemarlin, the Mumbai- and London-based global brand and design consultancy, partnered with Dabur to refresh two of India’s most iconic household brands – Réal Fruit Power and Red Paste for Teeth & Gums – demonstrating how strategic design and proactive brand curation can drive business growth.
Both brands are leaders in their categories: Réal holds over 60% of the juice and nectar market, occupying the top spot, while Red Ayurvedic toothpaste is the leading natural toothpaste in a highly competitive oral care segment, challenging Colgate for category leadership.
With 141 years of heritage and a dominant market position, Dabur understood that future growth meant behaving like a challenger business – pushing into new demographics and unlocking fresh opportunities.
Strengthening legacy brands
bluemarlin’s brief was clear – safeguard heritage, strengthen differentiation and make these brands resonate with the next generation of consumers through distinctive, ownable brand assets.
For Réal, bluemarlin introduced a bold, fresh visual identity that retains the brand’s iconic orange shelf presence while creating a dynamic storytelling experience. Central to the redesign is a distinctive ‘window into the fruit’ device – a stand-out pack element that showcases freshness and abundance while creating an instantly recognisable asset for the brand. The window acts as a consistent signature across SKUs and touchpoints, ensuring Réal remains unmistakable on shelf and in communications regardless of flavour variant.
For Red, India’s leading Ayurvedic toothpaste, bluemarlin evolved one of the brand’s most recognisable elements – the eye motif. This has been refined into a freer, more fluid wave, retaining the equity of the original symbol while creating a more contemporary, flexible asset that can travel seamlessly across packaging, communication and future product variants. Alongside this evolution, the redesign elevates the brand’s position from generic Ayurvedic to science-backed Ayurvedic expertise, highlighting natural ingredients and scientific credibility while creating shelf impact.
Together, these distinctive assets strengthen brand recognition while creating a robust design system capable of supporting future portfolio expansion – from whitening to sensitivity and gum care.
Marrying tradition and modernity
bluemarlin’s approach extended beyond packaging to integrated brand touchpoints, including retail environments, key visuals, out-of-home campaigns and digital assets. This holistic strategy ensures both brands are distinctive, instantly recognisable and relevant across multiple consumer interactions.
Ashwini Pable, Executive Strategy Director, bluemarlin India, said: “Even strong brands must actively curate their identity to stay ahead. bluemarlin’s design-led strategy enables Réal and Red to assert leadership, remain relevant to evolving audiences and unlock future growth.”
Abhishek Jugran, Director – Marketing, Dabur India Ltd, said: “At Dabur, we believe even the most storied brands must evolve to remain at the heartbeat of the modern consumer. By partnering with bluemarlin to refresh Réal and Dabur Red Paste, we are modernising our heritage with bold new designs that highlight our expertise. This update isn’t just about a new look; it’s a strategic move to ensure our legacy brands remain distinctive, contemporary and ready for future growth while staying true to the quality our consumer’s trust.”
Source: bluemarlin
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